Online Marketing

Visit Manchester

Summary

We managed the online display advertising for Marketing Manchester delivering 20,000 targeted visitors to their music festival micro-site

Background

Marketing Manchester were promoting six music festivals taking place in the month of May with the objectives to drive awareness of and visitors to the new micro-site, to encourage weekend breaks and hotel bookings, to encourage gig and festival ticket bookings on the site and to capture visitor data. Dot Tourism was asked to manage the online display advertising aspect of their campaign.

Results

After researching the most cost effective options for the campaign we recommended a mixture of banner advertising on targeted sites within the Google Content Network and Facebook PPC advertising.

When strategising the best approach for this campaign we researched sites we wanted to target to reach our audience most effectively. With this in mind it was decided that we should create six banner sizes in order to target the available spaces on these sites and to offer the most flexibility across the content network. These were designed to fit with the campaign and micro-site style.

With MySpace remaining a key social media site for the music genre alongside the popular YouTube, in our experience the best way to reach the individual pages we wanted was to use an extensive but relevant keyword list. Using music types, confirmed acts and the names of other musicians within the same genres we developed a list of 183 keywords delivering over 10,000 visitors to the festival micro-site. Sites targeted for advertising included: Youtube.com, Myspace.com, Band-me-up.com, Lyrics.com and NME.com

A similar strategy was used for Facebook advertising with 16 adverts created, each individually targeted to a particular audience group. As more information became available from the festivals themselves the adverts were refined to take into account music types and the various lines ups. In the two months that the adverts were running they delivered almost 10,000 targeted visitors to the festival micro-site.